Using techniques based on morphological psychology, we uncover the needs that drive decision-making and engagement with a brand or person.

The different need states that impact decision-making always form psychological ‘tensions', e.g. on the one hand we want to ride a sports car but on the other we need a practical car for the family, hobbies, etc. As a result we look for crossover vehicles, from Porsche Panamera to sporty SUVs etc. to mediate that tension effectively.

We are able to connect the psychological needs and tensions that impact any category or specific human behaviour via a hexagram that we call an ‘engagement model’. This model explains how audiences weigh up their needs and make decisions as they mediate these tensions with certain behaviours or brand choice.

We can then identify which are the drivers critical to brand loyalty or behavioural change of any kind.

Used for:

A valuable strategic tool for marketing and communications, brand proposition, innovation and broader marketing strategy.